news
How Community Marketing Outperforms Celebrity in India's D2C Space
Loopie chose community over celebrity. The baby gear brand's baby rave generated stronger ROI. A case study for D2C brands competing in India's market.
Leighton Cosseboom
Founder of Mission Media. A marketing entrepreneur and veteran operator in Southeast Asia, leading corporate comms at Dunkin' Indonesia and PR & IR at DailyCo. Ex-CMO at ACV Capital, founder of C2 Media, and former Tech in Asia senior editor.
news
Why AI Creative Success Masks Campaign Execution Failure
AI democratized ad creative, but execution failures in compliance, targeting, and delivery are where brands lose money.
news
APAC Trust Splits: Income Gap Widens to 16 Points
Trust in APAC has split by income and geography. High-income respondents trust at 70, low-income at 54, a doubling of the 2012 gap. Foreign brands face built-in disadvantages.
news
Google Joins Pentagon's Classified AI Ecosystem, Reversing 2018 Ethics Stance
Google joins OpenAI and xAI in classified Pentagon AI contracts, reversing its 2018 ethics stance. The deal allows defense officials to adjust AI safety guardrails on demand.
news
APAC's Trust Gap Doubles in 14 Years as Income Divide Widens
The Edelman Trust Barometer reveals APAC's income-based trust gap has doubled in 14 years. What brands need to know about fragmenting consumer trust in Asia.
news
Indonesia, Malaysia Block AI Chatbot Over Deepfake Abuse
Indonesia and Malaysia blocked Grok after it was repeatedly used to generate nonconsensual sexual deepfakes. A regulatory turning point for APAC marketing leaders navigating AI content risks.
news
How Ogilvy Singapore Turned Runner's Pain into Brand Territory
Ogilvy Singapore made Vaseline the "Official Nipple Protector" of TCS Marathon. How a runner's problem became a global campaign.
news
PR Industry Burnout Hits Critical Levels as Holding Giants Restructure
91% of PR professionals report poor mental health as major holding companies restructure. WPP and Edelman's moves reveal the true cost of legacy agency models.
news
Australia's Mortgage Stress Hits 1.45%—Double the GFC Peak
Australia's mortgage stress hits 1.45%, double the GFC peak. With household debt-to-income at 185%, marketers must understand how rising rates are reshaping consumer spending.
news
The Burnout Behind Big Tech's Communications Exodus
Meta's communications chief Bridgit O'Donovan steps down after 9 years, signaling a broader exodus. Senior APAC leaders are leaving high-pressure roles.
news
Team.blue Embeds AI Into 4 SMB Platforms in European Expansion
Team.blue embeds AI into four SMB tools—booking, compliance, web creation, and analytics. The distribution play shows how to bypass adoption friction for small business adoption.
news
Hershey Cuts Marketing Analysis Time to 3 Weeks with AI Platform
Hershey partnered with Mutinex and Tracer to automate marketing measurement, cutting analysis from months to three weeks. The real bottleneck isn't AI—it's data readiness.